Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES...

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UNDERSTANDING CHINESE HOLIDAYMAKERS HOLIDAYMAKERS ARE MOTIVATED BY DEMOGRAPHICS SEEKING QUALITY TIME IN NATURAL BEAUTY 92% Coastlines and islands 91% Improving physical and mental wellbeing play an important role in the planning and booking stages 93% Spending quality time with family and friends 89% Escaping everyday routine 77% Switching off and relaxing 92% The great outdoors 91% Lakes, mountains and grasslands SOAKING UP THE LOCAL CULTURE GETTING AWAY FROM IT ALL 94% Eating local delicacies 87% Shopping for souvenirs and local products 75% Experiencing luxury and high end retail shopping 90% Visiting historical sites and traditional buildings 86% Attending distinctive events/activities 79% Chatting to locals PLANNING AND BOOKING PERCEPTIONS OF SCOTLAND WHAT PEOPLE ASSOCIATE WITH SCOTLAND A non-touristy destination where I can truly enjoy myself Good value for money when compared to London, Switzerland and the Nordic countries A place to socialise with local people A place to enjoy local delicacies A place I can spend quality time with friends or family With breath-taking natural scenery Full of proud history and heritage A great destination for active/outdoor pursuits All respondents N=1502 1 BOOKING Travel Accommodation Itinerary 32% Directly with the provider’s website 23% Purchased tickets in person at the venue on the day 37% Website or mobile app of a tour operator 63% Online travel agency 23% Local tourist information centre ONLINE TRAVEL AGENCIES, TRAVEL REVIEW SITES AND SOCIAL MEDIA PLANNING 49% Online travel agents 49% Travel review websites 46% Social media 45% Searched for destination images 44% Checked visa/ entry requirements bagpipes, castles, kilts and whisky THOSE STILL TO VISIT bagpipes, castles, whisky, nature, wildlife, escapism, outdoor activities and friendly locals THOSE WHO HAVE VISITED Key decision makers in travel parties Travelled outside of Asia in the past two years or intend to have holidays outside Asia in the next two years Owners of valid passports N=1502 Beijing-502 | Shanghai-500 | Guangzhou-500 Fieldwork Period May - July 2019 (Kubi Kalloo) In summer 2019, VisitScotland conducted exploratory consumer research among active outbound holidaymakers from the three largest cities in mainland China. The research explored holidaymakers’ aspirations, motivations, planning and booking behaviour related to overseas leisure trips, as well as their perceptions of Scotland. The research participants were travellers aged 25 to 45 who have a propensity for long haul trips outside of Asia. A group of recent Scotland visitors were also included to find out their holiday experience in Scotland. Combined quantitative and qualitative methodologies were used in this research. 33% 33% 33% AGE GROUP: 25-45 44% 56% Beijing SAMPLE BASE: GENDER: Shanghai Guangzhou

Transcript of Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES...

Page 1: Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES OUR VISITORS SCOTLAND IS A PART OF A WIDER UK TRIP FOR MOST VISITORS TOP ACTIVITIES

UNDERSTANDING CHINESE HOLIDAYMAKERS

HOLIDAYMAKERS ARE MOTIVATED BY

DEMOGRAPHICS

SEEKING QUALITY TIME IN NATURAL BEAUTY

92% Coastlines and islands

91% Improving physical and mental wellbeing

play an important role in the planning and booking stages

93% Spending quality time with family and friends

89% Escaping everyday routine

77% Switching o� and relaxing

92% The great outdoors

91% Lakes, mountainsand grasslands

SOAKING UP THE LOCAL CULTURE

GETTING AWAY FROM IT ALL

94% Eatinglocal delicacies

87% Shopping for souvenirs and local products

75% Experiencing luxury and high end retail shopping

90% Visiting historical sites and traditional buildings

86% Attending distinctive events/activities

79% Chatting to locals

PLANNING AND BOOKING

PERCEPTIONS OF SCOTLAND WHAT PEOPLE ASSOCIATE WITH SCOTLAND

A non-touristy destination where I can truly enjoy myself

Good value for money when compared to London, Switzerland and the Nordic countries

A place to socialisewith local people

A place to enjoy local delicacies

A place I can spend quality time with friends or family

With breath-taking natural scenery

Full of proud history and heritage

A great destination for active/outdoor pursuits

All respondents N=1502 1

BOOKINGTravelAccommodationItinerary

32% Directly with the provider’s website

23% Purchased tickets in person at the venue on the day

37% Website or mobile app of a tour operator

63% Online travel agency

23% Local tourist information centre

ONLINE TRAVEL AGENCIES, TRAVEL REVIEW SITES AND SOCIAL MEDIA

PLANNING 49% Online travel agents 49% Travel review websites

46% Social media

45% Searched for destination images

44% Checked visa/entry requirements

bagpipes, castles, kilts and whisky THOSE STILL TO VISIT

bagpipes, castles, whisky, nature, wildlife, escapism, outdoor activities and friendly locals

THOSE WHO HAVE VISITED

Key decision makers in travel partiesTravelled outside of Asia in the past two years or intend to have holidays outside Asia in the next two yearsOwners of valid passports

N=1502Beijing-502 | Shanghai-500 | Guangzhou-500

Fieldwork PeriodMay - July 2019 (Kubi Kalloo)

In summer 2019, VisitScotland conducted exploratory consumer research among active outbound holidaymakers from the three largest cities in mainland China. The research explored holidaymakers’ aspirations, motivations, planning and booking behaviour related to overseas leisure trips, as well as their perceptions of Scotland. The research participants were travellers aged 25 to 45 who have a propensity for long haul trips outside of Asia. A group of recent Scotland visitors were also included to find out their holiday experience in Scotland. Combined quantitative and qualitative methodologies were used in this research.

33% 33%

33%

AGE GROUP: 25-45

44% 56% Beijing

SAMPLE BASE:GENDER:

Shanghai

Guangzhou

Page 2: Understanding Chinese Holidaymakers - VisitScotland · VISITOR EXPERIENCE IN SCOTLAND WHAT INSPIRES OUR VISITORS SCOTLAND IS A PART OF A WIDER UK TRIP FOR MOST VISITORS TOP ACTIVITIES

VISITOR EXPERIENCE IN SCOTLAND

WHAT INSPIRES OUR VISITORS

SCOTLAND IS A PART OF A WIDER UK TRIP FOR MOST VISITORS

TOP ACTIVITIES

MOST POPULARDESTINATIONSEdinburgh, Glasgow, The Highlands and The Loch Lomond area

HOTELS ARE THE MAIN TYPE OF ACCOMMODATION87% stayed in hotels, over half chose 5-star or 4-star hotels and 20% used Airbnb

25% Word of mouth recommendations

31% Read something on social media

29% Specific interest such as whisky, golf or film

29% Information from o�line travel agents

29% Travel review sites/apps

26% Travel website/apps

Viewing ancient and traditional buildings and artefacts

Instagram @VisitScotland Facebook @VisitScotland Twitter @VisitScotland

Enjoying the great outdoors

Experiencing gourmet and luxury foods

Trying local delicacies Shopping for high-end goods,souvenirs and local products

Visiting historical sites and heritage wonders

Visiting lakes, mountains and grasslands

26% Online videos

25% Information from o�icial destination websites

26% Travel guidebook

33% Iconic sights and tourist attractions

Experiencing coastlines and islands

Unexpected experiences that wowed visitors

Attending events

Seeing wildlife in its natural habitat

Experiencing some adventure or thrill

Visitingart exhibitions

Meeting new people

Road tripping

LIKELIHOOD TO RETURN

87% said they would like to return to Scotlandin the next 2 years

Sample Base: visitors n=541

CONTACT DETAILS

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YouTube www.youtube.com/user/VisitScotland Sina Weibo 苏格兰旅游VisitScotland WeChat 旅行Scotland

Insight DepartmentVisitScotland

Ocean Point One94 Ocean DriveEdinburghEH6 [email protected]